Effective brand films: how to create memorable content
Brand films are a great way to capture your audience’s attention and build loyalty. Such content helps to connect with consumers by communicating shared interests and values.
The films are 3- to 30-minute videos that represent a company. Their main purpose is to demonstrate the company’s benefits, essence, and strengths. However, much of this content fails to achieve its objectives. This is due to a number of factors, including the authors’ lack of connection to the brand’s activities. In order for marketing efforts to live up to expectations, it is necessary to follow a number of rules when creating a video.
How to create a brand film
The first thing to consider is the length of the video. With current trends, a short video is the best option. You can also consider the following formats:
- publishing individual videos from the shoot;
- combining several videos into a single one with intensive frame changes;
- such a video should be between 15 and 30 seconds long.
You should also consider the musical accompaniment. It has to fit with the overall mood and theme.
On social media, behind-the-scenes content (BTS) is an effective way for a brand to show audiences the process of making a film. Posting videos and photos from the shoot will pique users’ interest and encourage active interaction.
In this case, quotes are used as word-of-mouth elements. These can be comments from customers or reviews from experts or influencers.
Screenshots are another effective tool. This format can work across different digital channels, and small snippets of the production process can be released long before the film itself is ready.
Combining sound fragments with animation is ideal for podcast promotion.
Conducting interviews with the participants and creators of the film will help introduce them to the audience. Facebook Live or Instagram Live are good formats for this. Viewers can ask questions about the video, showing their activity and engagement.
Participation in festivals can be a good springboard for distributing a brand film. Demonstrating the video at such events will help attract potential customers and extend the marketing reach. In addition, winning awards will confirm the high quality and potential of the video, which is also an added benefit for the brand.
Creating excitement in the early stages of video development helps to influence consumers’ emotions. Maintaining intrigue will continually keep them eager to follow up with new details, which will help build brand awareness. In addition, this approach provides the opportunity to set the stage for a positive reception of the film and prevent the audience from becoming disillusioned.
